MUMBAI: Fast food major Pizza Hut says that it has always believed that innovation starts with listening to our consumers, and cheese has always been at the heart of what they crave. That’s why it asked the question: how can it make pizzas even cheesier, more ownable, younger and in tune with today’s consumers?
The answer: Ultimate Cheese! This is a crust upgrade that puts cheese where no one expected it: on the crust. Featuring a molten, gooey Cheese Crown baked right into the crust and 2X cheese overall, the Ultimate Cheese crust upgrade option is available across all pan pizzas on the Pizza Hut menu, for pure cheesy indulgence.
To celebrate, the brand launched a campaign titled “Flip To The Cheese”, encouraging consumers to start from the crust first for the cheesiest first bite. With ‘flip’ as the core call to action, Pizza Hut created a never-seen-before promotional blitz featuring everything upside down.
The buzz kicked off with influencers teasing, “What gets better when you flip it?” before unveiling the gooey Cheese Crown.
Then Pizza Hut flipped its entire Instagram page. From the bio to the DP, the grid to the account name, everything was turned upside down to match the new way of eating pizza. The flip even went offline, with billboards and even entire stores turned upside down, creating a fun, memorable, and truly flipped-out experience.
The simple yet iconic action also had its own anthem that got the whole country grooving (and flipping)! Even festivals were flipped with engaging short films, encouraging people to celebrate old traditions through this new, unforgettable ritual.
Commenting on the campaign, Manish Guptaa, CMO, Pizza Hut India, said, “Flip To The Cheese is one of the quirkiest campaigns we’ve ever done, that is sure to pique curiosity and lead consumers to try the product with a fun new iconic ritual. It’s all about celebrating the complete joy and indulgence of a pizza, by enjoying the Ultimate Cheese Crust as much as the slice itself.”
The campaign, conceptualised by Havas Creative India, has been supported by a 360-degree marketing strategy, combining PR and influencer partnerships, out-of-home advertising, in-store branding, and immersive experiences.
Anupama Ramaswamy, MD, chief creative officer, Havas Creative India said, “When Pizza Hut introduced the Ultimate Cheese crust, we saw an opportunity not just to create a campaign, but an unforgettable marketing hook. At Havas Creative India, Flip To The Cheese transformed the product innovation into an iconic eating ritual, rooted in a strong insight that everyone loves that first cheesy bite.”
This isn’t just a product, it’s a (flip) revolution. From insights to innovation, we’re proud to #FlipToTheCheese and serve India its cheesiest pizza yet. The Ultimate Cheese Crust is available at all 890+ Pizza Hut restaurants across India for dine-in, delivery, and takeaway.
Campaign Film Link: Pizza Hut Ultimate Cheese Crust | YouTube Link – Film
Festive Film Link:
